That is what it all boils down to in the grand scheme of marketing your business, isn’t it?
What is your solution to someone’s problem?
- Are you providing a product that eases a pain point in their life?
- Are you providing a service that removes something from their plate, making their life easier? More productive?
- Are you saving them money?
Frame your website’s purpose with just that question, “What is your problem, and how can I fix it?” Look at your ideal customers through that lens and you will be able to make the emotional connection that makes the sale.
What does that look like?
- Making sure your marketing is aimed at your ideal customer’s pain points, make them see you as the solution they have been needing.
- Make it part of your business motto, maybe your tagline, or your mission statement. “We make your kids LOVE picking up after themselves with our one step program” <—because that would be dreamy, right? SIGN ME UP. That’s a problem I want solved and you nailed it right there, in your tagline. Gold.
- And 100% make it apparent in all your web content, here’s how:
Whether you despise talking about yourself, or maybe you love sharing your hobbies, your kids, your adventures a weeeeee bit too much 😉, this section can be overwhelming to some. They get caught up in telling their readers about them.
Wait…what? Isn’t the About section meant to be about you?
Not really. To put it harshly, no one cares about you, haha! They care about about how you can help them. Frame it in that context on you’re well on your way!
Lay it out, dumb it down! Don’t assume people know your lingo, know your product, know what you do. The more straight forward you can make your content to digest, the more likely you will engage them enough to take the next step – which equates to business for you.
Don’t be too broad, consider your market, and keep who are you trying to reach at top of mind. How do they absorb content? In what tone?
Give them enough information about your service or product that they feel like they’ve got a good handle what you or your product/service can do for them.
Don’t forget to remind them that you are the solution! Site visitors might be coming only for your contact information so don’t lose that opportunity to tell them how you can help. Think of your contact page as your connection page – connect them to you!
There’s many ways to communicate how you can help your target audience. Always remember, it’s not about you, it’s about them and go forth and give them the solutions!!
So, now you know how businesses are targeting you, here’s my question for you…
What is your problem, and how can I fix it?